Bvlgari x Steve Aoki: An Unlikely Collaboration for this Particular Watch Brand

Partnering with stars of the dance music scene is nothing new for luxury watch brands though.

Zenith launched the limited DEFY El Primero 21 Carl Cox Edition at the beginning of 2020, which had a glow-in-the-dark bezel and a small second disk shaped like a record vinyl. Tiësto collaborated with the brand Guess. DJ Dash Berlin partnered with Casio G-SHOCK to create the white GA110 model.

TAG Heuer paired black and blue for their Formula 1 Calibre 7 Automatic GMT David Guetta Special Edition, and came up with a special version of their smartwatch: the TAG Heuer Connected Martin Garrix Edition. Belgian watch brand Lebeau-Courally made 25 limited edition watches in partnership with DJ duo Dimitri Vegas & Like Mike. 

The list goes on, but Bvlgari's new watch created with one of the world's top DJs is probably among the most appealing for nightlife lovers.The first thing that stands out in the Bvlgari Aluminium Steve Aoki watch is its dial design. The watch's designers have completely covered it in fluorescent Superluminova coating, highlighting the Steve Aoki logo in the middle.

The addition of the model in its 40 mm case has lit up the Bvlgari Aluminium series. More than 80 celebrities from all over the world have been enlisted to promote the collection, which the brand revived last year. The brand hoped that these athletes and musicians would attract more interest from younger prospective clients.

Bvlgari continues to pursue this marketing concept in their collaboration with Steve Aoki. The Bvlgari Aluminum line really is unusual. The new watches follow in the footsteps of their prototype launched in 1998 when the company made its first watch from aluminum and rubber, but they're still completely mechanical.

This includes the Bvlgari Aluminium Steve Aoki, which is equipped with the automatic B77 caliber and has a 42-hour power reserve. As always, the case is made of aluminum and complemented by a rubber bracelet with aluminum inserts. What's interesting is that Bvlgari doesn't team up for joint projects all that often. One of Bvlgari's latest collaborations was for the Roma watch presented last fall.

The watch bears the brand's logo beside that of clothing brand Fragment Design. It's headed by Hiroshi Fujiwara, also known as the godfather of streetwear. A watch created with another famous Japanese name debuted this spring — the Octo Finissimo Tadao Ando Limited Edition.

The architect Tadao Ando decorated its dial with a crescent moon. And now Bvlgari have a third project with a Japanese connection — with a Florida-born DJ raised by a family of immigrants who emigrated from the Land of the Rising Sun. It seems Bvlgari has a thing for partners with Japanese roots!